Screen ad, in Technicolor, for the 1940 Chevrolet models.


This movie is part of the collection: Prelinger Archives

Producer: Handy (Jam) Organization
Sponsor: Chevrolet Motor Company
Audio/Visual: Sd, C
Keywords: Automobiles: Advertising; Advertising: Screen ads; Car culture

Creative Commons license: Public Domain

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Reviewer: Marysz - - January 8, 2012
Subject: All Dressed Up With Someplace to Go
In this 1939 short, a suburban California family gets all dressed up to drive their new 1940 Chevrolet to see grandma and grandpa, who still live on the family farm. Dad's in a suit and tie, and Mom has on a dressy dress and chic hat. Are they dressed up to go see the grandparents or are they dressed up to ride in their new Chevrolet? They pack their expensive looking luggage in the trunk. Watch out! That's grandma's present! This family has money to spend. When we think of the 1930's and families on the road, we are more likely to think of the Joads' old Model T in "The Grapes of Wrath" than of this affluent nuclear family. Is this image pure fantasy, or was America truly coming out of the Depression in 1939? The announcer mentions the car's "utmost economy," but that's not the real message of the ad. The Chevrolet symbolizes comfort (the kids asleep in the back seat), glamour, conspicuous consumption and personal mobility. The farm is another affluent place from what we see of it. Grandma and Grandpa sure don't resemble WPA photographs of dustbowl farmers, although who knows? This family could be Okies who migrated to California and made good returning home for a visit. Americans wanted to put the poverty and deprivation of the 30's behind them and this ad with its conspicuous display of wealth reflects that longing.

Reviewer: Classic_TV_and_Radio_Fan - - November 18, 2008
Subject: Thanks Rick
This short film is good.

Reviewer: Robin_1990 - - April 22, 2008
Subject: Technicolor!
I Love Technicolor! Some facts about Technicolor:
1. 3-Strip Technicolor films actually last longer than Eastmancolor films made in the 80's.
2. Films made in Technicolor include "The Wizard of Oz" and "Gone With The Wind".
3. Technicolor was expensive, So only really good films used it (Most of the time).
4. Technicolor looks fabulous!
They should bring back Technicolor.
Plus this short is cute!

Reviewer: bread - - August 20, 2006
Subject: Enjoyable!
I simply love this short chevrolet ad. Short and sweet.I loved the color by technicolor.

Reviewer: Spuzz - - August 11, 2005
Subject: Yes, but what are the other 174 features??
Short little ad for the 1940 Chevrolet here. Luckily, the dog gets to ride in the back seat, and not shoved into the trunk (like the earlier Chevrolet spots did). Very nice color here.

Reviewer: MediaWhore - - June 8, 2004
Subject: The Trip
with a title like this I was expecting some sort of Acid Freak Out flick!! What a dissapointment.

Reviewer: Umass_Kid - - March 27, 2004
Subject: Cute
Very picture postcard. That sappy American ideology comes true in this flick.

Reviewer: Umass_Kid - - March 27, 2004
Subject: Cute
Very picture postcard. That sappy American ideology comes true in this flick.

Reviewer: Steve Nordby - - September 27, 2003
Subject: Classic color Jam Handy
Mom, Dad, junior, sis, and Rex pile the luggage in the trunk and get to Grandma's in safety, comfort, and economy... all in less than a minute!

Reviewer: Toby - - October 7, 2002
Subject: It's a Gas!
Like any good trip, it's short but sweet!

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